PNG Jewellers celebrates the bond between mothers and daughters with ‘Me & Aai’ fashion show

The event, a customer engagement initiative designed to celebrate generational connections, saw strong participation from HNI clients

Sinhagad: PNG Jewellers recently hosted the ‘Me & Aai’ fashion show, a unique celebration of the bond between mothers and daughters. Held at the brand’s stores in Sinhagad and on NIBM Road, the event was a customer engagement initiative designed to celebrate generational connections. The fashion show allowed customers to showcase their personal style with PNG Jewellers’ jewellery pieces while celebrating the special relationship they share with their mothers or daughters.

Hemant Chavaan, Head of Marketing, E-commerce and CSR at PNG Jewellers, explained, “This activity was inspired by the wealth of multiple generations of loyal customers of PNG Jewellers. We wanted to create a generational cohesion in our customer engagement strategy. The responses have been surprising, with customers bringing their mothers and mothers-in-law together to walk the ramp. It was beyond promotions as customers got to flaunt their original selves, express themselves through fashion, and interact with one another in a way that no other activity has done before.”

The show saw high participation, particularly from PNG Jewellers’ HNI (High Net-Worth Individual) clients. Suresh Krishnan, Vice President of Sales, PNG Jewellers, commented on the success of the event, “We invited a lot of HNI clients, and 90% of them participated. The in-store experience was greatly appreciated, and people really enjoyed the fashion show.”

The jewellery collections displayed at the event also garnered significant attention. According to Chavaan, “Our product categories have become more diverse over the years. The dialogue has shifted from promoting Swarajya and Nakshi designs to Pratha, Katha, Saptam and Polmi, with customers noticing the category differentiation. Their awareness has risen in line with our efforts to diversify and align with current and future trends.”

The collections that stood out the most included diamond jewellery and antique pieces, which particularly attracted the HNI customers. The success of the event highlighted PNG Jewellers’ focus on enhancing customer experiences and their commitment to offering a wide range of jewellery to suit various tastes.

Growing from a single traditional store to a chain of outlets today, PNG Jewellers has a retail strength of 38+ stores across Maharashtra and Goa.

Written by Achal Chaubey

Retail Jeweller India Exclusive